It’s a Three-Dimensional World

Bigger, Faster, Cheaper

The ability to create large, impressive displays that make retail customers stop and take notice isn’t new. Many brands have created pieces for their locations in the past, but the process was time-consuming and someone needed to sculpt and make each piece by hand. This kind of artistry also didn’t come cheap; 3D printing might not be inexpensive, but compared to analog methods, it brings the ability to be creative on a grand scale to a much wider audience.

“One-off pieces have a tendency to be at a price point geared more toward guys with a deeper budget,” Lawson notes, “but we’re going to see that shift as the technology gets more advanced and material costs get lower. It will be more affordable for all levels of retail.”

The payoff, however, is a big one. Lawson notes that his company is finding that a 3D piece in a retail environment has as much as four to five times the stopping power of other types of print. People, he says, are stopping to look at the piece, take pictures with it and post it on social media with hashtags. They make people want to spend time in the location and engage with the brand both on and offline.

Sykes has found the same thing, noting, “It is absolutely helping connect with the consumer. They can interact with the brands through these 3D elements, whether it’s as simple as taking a selfie, or the way it’s designed so they can touch and feel or some kind of interactive element.”

The impact of a 3D-printed piece goes beyond something to take selfies with, however. The more innovative brands and printers are starting to look for ways to build interactive elements into the piece itself. Sykes notes that things, such as games customers can play as part of the design is an interesting example, giving brands yet another way to connect with the consumer and create a meaningful relationship with them.